Scentre Group, July 2019
Background
Scentre Group, owner and operator of Westfield’s living centre portfolio in Australia and New Zealand, recognised the need to improve their digital customer experience.
When a potential shopper, who intends to visit a Westfield centre, searches for content on a Westfield site or mobile app, they want to find what they are looking for in the exact moment. Scentre Group realised what they needed was an accurate and thorough analysis of website insights and data to create the optimal online customer experience. The timing of this project was particularly vital as Scentre Group was on the cusp of launching their website upgrade.
Objectives
- Track customer interactions
- Analyse customer engagement
- Deliver meaningful insights to improve digital design
Solution
Datalicious used Google Tag Manager to ‘tag’ key web pages to help track user interactions on Westfield Australia and New Zealand sites and apps. With the right tagging in place, Scentre Group were able to compare the performance of their old and new sites as well as provide recommendations for further optimisations. They can now analyse user behaviour across different web pages, including how long visitors stay, how many pages they visit, and which pages they visit by tracking these insights from their Google Analytics 360 platform.
This enabled Scentre Group to find information about their online customer behaviour, including high-value segments and drop-offs, as well as other meaningful insights. Datalicious’ technical consultants worked onsite with Scentre Group and their website developers to successfully deliver on project objectives.
Results
Optimisations continued after the website launch, increasing traffic to key content pages that indicated customer intent for visiting a centre. Noticeable improvements that Scentre Group found included:
- 21% increase in customer visits to Westfield’s centre hours page
- 10% increase in time spent on Westfield’s centre parking page
- 15% increase in the number of page views to Westfield’s food and dining page.
Other website pages were shown to need further optimisation, including their product page, centre map as well as events and offers.
Datalicious was able to help Scentre Group deliver valuable insights so they could offer their customers a seamless digital experience, boost engagement with appealing content, and build a positive brand experience.
Ready for action?
If you’re looking to get a better understanding about your customers’ behaviour and find meaningful insights from your data, get in touch with us at sales@datalicious.com.
